by Michael Cidoni
http://www.usatoday.com/life/movies/news/2009-01-04-monsters-vs-aliens_N.htm?csp=34
This blog, wrote by Michael Cidoni, tells how some 150 million 3-D glasses will be given away for Super Bowl viewers to watch a 90-second 3D sneak preview of the big-screen animated feature Monsters vs. Aliens. While 3-D telecasts are nothing new, this marks the first time one has been done for such a large audience.
In the article, DreamWorks Animation chief executive Jeffrey Katzenberg called the stunt "perhaps the biggest media-advertising event in history." He wouldn't give a hard figure on the cost, but said it "involves tens of millions of dollars."
Furthermore, the article explained that the glasses will be distributed free at Pepsi/SoBe Life Water displays at 28,000 locations including grocery, drug and electronics stores and big-box retailers.
NBC, which will air the Super Bowl on February 1, has its own interest in making sure the glasses are used, as it will air a 3-D episode of its series Chuck the following night.
While this is another example of the millions and millions of dollars spent on advertising during the Super Bowl, it seems a little extreme for the executives of DreamWorks Animations to pour this much money into one single movie. Monsters vs Aliens has projections to be a huge box office hit despite the extra promotional trailer during one of the biggest sporting events.
What impresses me from this article is how NBC is going to use the glasses from this promotion to show one of their TV series, Chuck, in 3D the next night. Does that mean NBC is free loading from the advertising dollars that DreamWorks Animations is spending or did they front some money as well?
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